DEVISING MARKETING STRATEGY OF SILIWANGI ROASTERY

• Main Author: Avianisa Yudha, Rizanty
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/41564
• Institution: Institut Teknologi Bandung

Indonesian coffee and cocoa are Indonesia's leading commodities in the world. Cocoa is also Indonesia's leading commodity and currently Indonesia is the third largest cocoa beans producer in the world. Siliwangi Roastery is one of Dillco distribution unit. Dillco developed cacao plantation, cacao processing and retail the end products. Siliwangi Roastery is one of Dillco distribution unit that establish in 2018. Siliwangi Roastery distribution unit for Dillco 3in1 chocolate . The sales of Siliwangi Roastery were stagnant from April 2018 to February 2019. The objective of this research is to analyze current potential customers and designing marketing strategy. In designing marketing strategy improvement for Siliwangi Roastery applying resource and capabilities analysis, Porter 5 forces, competitor analysis and customer insight to analyze the porduct proposition value after that, it concluded in TOWS matrix. The result of this research are there are two kind of Dillco 3in1 potential customer there are end customer with the age segmentation 24- 34 years old and 34-45 years old. For B2B customer potential are reseller and small coffee shop owner. To increase the sales growth of Siliwangi Roastery they are need fit marketing strategy that fit with their target market needs and wants. The marketing strategy of Siliwangi Roastery is using online and offline channel.